Marketing Communications Bahman Moghimi University of Georgia CH-01 Tbilisi

1. Marketing Communications
Bahman Moghimi (MBA, DBA, PhD)
Academic Staff/ Professor
School of Administrative Studies - University of Georgia
Writer, Entrepreneur and Government Advisor
Spring 2022, Tbilisi
B.Moghimi@ug.edu.ge
Chris Fill

2. The Black Sawn Theory
• The Impact of the Highly Improbable
• The human tendency to find simplistic
explanations for these events, retrospectively
• A metaphor that describes an event that comes as a surprise, has
a major effect, and is often inappropriately rationalized after the
fact with the benefit of hindsight. The term is based on an
ancient saying that presumed black swans did not exist – a
saying that became reinterpreted to teach a different lesson after
black swans were discovered in the wild.
Bahman Moghimi - University of Georgia - B.Moghimi@yahoo.co.uk
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6. Introduction
• Marketing communications provides the means by which brands
and organizations are presented to their audiences.
• The goal is to stimulate a dialogue that will, ideally, lead to a
succession of purchases and complete engagement.
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7. View-Point 1.1 Crisp marketing communications
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8. The Concept of Marketing as an Exchange
• The concept of exchange, according to most marketing academics and
practitioners, is central to our understanding of marketing.
• For an exchange to take place there must be two or more parties, each of
whom can offer something of value to the other and is prepared to enter
freely into the exchange process, a transaction. It is possible to identify two
main forms of exchange: market (or transactional) exchanges and relational
(or collaborative) exchanges. Bahman Moghimi - University of Georgia - B.Moghimi@yahoo.co.uk
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9. Market exchanges vs. Relational Exchanges
• According to (Bagozzi, 1978; Houston and Gassenheimer, 1987) market exchanges
are transactions that occur independently of any previous or subsequent
exchanges. They have a short-term orientation and are motivated primarily by
self-interest. When a consumer buys a bag of Walkers Crisps, a brand they do not
buy regularly, then a market exchange can be identified.
• In contrast to this, relational exchanges (Dwyer et al., 1987) have a longer-term
orientation and develop between parties who wish to build long-term supportive
relationships. So, when a consumer buys “Walkers Crisps” on a regular basis, and
even buys the same flavor on a majority of purchase occasions, relational
exchanges are considered to be taking place.
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10. The Role of Communication in Exchange
Transactions
• 1. It can inform and make potential customers aware of an organization's offering.
• 2. Communication may attempt to persuade current and potential customers of the
desirability of entering into an exchange relationship.
• 3. Communication can also be used to reinforce experiences. This may take the form of
reminding people of a need they might have, or of reminding them of the benefits of
past transactions with a view to convincing them that they should enter into a similar
exchange orto provide reassurance or comfort.
• Marketing communications can act as a differentiator, particularly in markets where
there is little to separate competing products and brands.
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11. Differentiate, Reinforce, Inform, Persuade.
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12. Marketing Communications and the Process of Exchange
• Where competition or other impediments to positive consumer action exist,
such as lack of motivation or conviction, a promotional program is developed
and used to communicate with the targeted group.
• Promotion is therefore one of the elements of the marketing mix, and is
responsible for the communication of the marketing offer to the target
market.
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13. Charlie Symbol of Little Chef
• Original Charlie with
slight paunch and
proposed but rejected
slimmed-down Charlie
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14. The tools and position of the marketing
communications mix
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15. The developing orientation of marketing
communications
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16. Agreed Definition
• Marketing communications are a management process through which an
organization engages with its various audiences. By understanding an
audience’s communications environment, organizations seek to develop
and present messages for their identified stakeholder groups, before
evaluating and acting upon the responses. By conveying messages that are
of significant value, they encourage audiences to offer attitudinal and
behavioral responses
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17. Q & A
THANKS.
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